The podcasting gods sure had fun with us on this one. We set out to create an episode about delivering a more remarkable audio experience to your audience … and then had to unexpectedly jump through every possible hoop to actually do it. The end result is an episode that is ironic, meta, and immensely useful.

The thing that Iovine wants and which you could argue is Apple Music’s selling point, Rdio’s Bay sees as a potential problem: It’s going to be a part of iTunes rather than a standalone app.

That gives it huge potential reach, but adds yet another service into already bulging software. Complaints about iTunes are nothing new. Bay says:

“So you have Apple Music next to podcasts and e-books and ‘rent a movie’ and ‘buy a TV show’, plus your own music, there’s a risk of it being very confusing.

It’s going to be really hard and that’s the problem they have today. It [iTunes] started out really clean and simple 12 years ago, and has just kind of gotten messy. That’s the challenge in trying to do a lot.”

Of course, Bay is pointing this out because Rdio has only one mission.

“We’re laser-focused, we’re not in the video business. We’re laser-focused on a great music experience. We’re trying to be a specialty retailer when they’re a department store.”

You have to wonder how many specialty retailers, versus department stores or supermarkets, you see on the high street nowadays though. Some survive, but not as many as used to.

When talking about ad-supported streaming and its contribution to the bottom line of the industry as a whole, executives are essentially trying to solve an age-old problem: How do you get the right ad in front of the right eyeballs at the right time? If a media provider can do that more effectively, that provider can charge more, and the value of the industry grows incrementally. The difference these days lies in the technology delivering those advertisements; words like "granular," "data-driven" and "disintermediation" have a tendency to pop up in conversations like these. Indeed, a Times report from Cannes around the advertising confab currently underway there described new ad tech as a focal point of the event this year.

It seemed the answer to the panel's central question is diversification. Missing out on advertising dollars (and Taylor Swift's most recent record along with those dollars) makes as little sense and not offering music fans a paid option. As Grover said to the audience, "[iHeartRadio's] platform spans mediums." The better to scoop up mercurial dollars with a collection of pitchforks.

“Once the Internet got in the car — and the car is half of where all listening is — it was going to dramatically change not only the way people listened to audio, but the way it was created, organized and delivered."

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